Our recommendations on the latest online marketing techniques for the travel sector
We have a range of different marketing guide in our library resource section. We cover different marketing techniques such as SEO, PPC, social, mobile, UX, email etc. But we also have in-depth high-quality guides and resources for different industries, the travel industry being one of them. Our popular Travel Ecommerce Marketing Trends guide covers a range of trends and techniques that should be adopted in order to plan, manage and optimize travel ecommerce marketing.
Understanding your audience is the first step towards creating a winning destination marketing strategy. To understand how to attract your audience, you first need to define who they are. Are your key demographics millennials, couples, seniors, families?
Reason being, when you’ve pinpointed exactly who you’re trying to attract, it becomes that much easier to:
- Appeal to this audience
- Directly address their concerns, needs, or reservations about a day-out or trip
- Resonate in the online spaces your demographic ‘hangs out’ in
- Attract potential customers who might not have heard of you
- Reactivate those who have heard of you
Ultimately, you need to create a buyer persona.
How Eurostar manage digital transformation
We recently interviewed Roberto Abbondio, MD New Digital Business of Eurostar to find out how they manage digital transformation on a global scale.
Here is a sneak peak at his interview:
1. Please give us some examples of recent projects and programmes at Eurostar which show the value of digital transformation?
Like many other travel companies, we are currently undergoing a deep digital transformation, trying to evolve our business and to become online retailers of travel services. A key strategic focus nowadays is on ancillary products that traditionally yield higher margins. The aim is to get a bigger slice of “travel wallets” by increasing our brand appeal, elevating it from a mere transport function to a broader and more inspirational experience.
Instead of acquiring technology from third-party, we have taken a bold step and decided to create, in house, a brand new digital travel retail platform. Things have massively evolved in the past few years and Agile methodology offers a much safer and direct path to create own products and platforms.
In this, we hope to be more in control and add more value to our digital transformation process as we will keep a lot of learning with us, instead of simply hire a platform from somebody else and make money from it. However, the work does not stop here, as these platforms can largely be generic and nowadays easily copied; more and more it is the personalization of the offer and the relationship with the brand that makes the difference and that’s where our focus has to be.